Gen Z is redefining work—here’s how to keep up

Generation Z—born between 1997 and 2013—is reshaping the workforce. With their digital fluency, entrepreneurial mindset, and demand for diversity, flexibility, and authenticity, they challenge traditional hiring and retention strategies (1).

For companies, attracting and retaining Gen Z talent means rethinking old approaches and meeting them where they are.?

In this week’s edition of Global HR Simplified, we break down:

• How Gen Z approaches work
• Where they look for jobs
• What they expect from employers
• How to improve hiring and retention strategies

Who is Gen Z in the workplace?

Gen Z is the first fully digital-native workforce, shaped by technology, diversity, and evolving work expectations (2). Their presence is influencing how companies structure their workforce, hiring processes, and employee experience.

Key traits that define Gen Z professionals:

• Digital-first mindset – Expect technology integration at work (3)
• Diversity-focused – Prioritize inclusive, equitable workplaces (4)
• Work-life integration – Seek purpose, balance, and mental well-being (5)
• Entrepreneurial spirit – Favor flexible work, side hustles, and growth opportunities (6)

Ignoring these priorities means losing out on top Gen Z talent.

Where does Gen Z look for jobs?

Unlike previous generations, Gen Z doesn’t rely on traditional job search methods. Instead, they use social media, employer websites, and peer reviews before applying (7).

1. Social media is Gen Z’s job board

• Active on Instagram, TikTok, and Snapchat for job searches
• Value short-form, authentic content over corporate branding
• Follow employee influencers to get real insights on company culture
• Prefer direct application options through social media platforms

?? Use short, engaging videos to showcase company culture.

2. Employer websites & reviews matter

Gen Z doesn’t apply blindly—they research companies before making a decision (8).

• Visit career pages to assess values, benefits, and policies
• Check Glassdoor, Indeed, and Blind for real employee reviews
• Prefer mobile-friendly job applications that don’t require excessive steps

?? Keep career pages transparent, concise, and mobile-optimized.

3. Job boards are evolving

While traditional job boards like LinkedIn and Indeed are still used, expectations have changed (9).

• Interactive job postings with videos and testimonials perform better
• AI-powered job matching helps them find better fits faster
• Networking-driven job search—they engage with recruiters before applying

?? Use video job descriptions and interactive content to boost engagement.

What does Gen Z expect from employers?

To attract and retain Gen Z employees, companies should align with their values and provide growth opportunities, flexibility, and a strong workplace culture (Ngoc et al., 2022).

1. Diversity, equity, and inclusion (DEI) are non-negotiable

• Seek authentic DEI efforts—not just marketing buzzwords
• Expect diverse leadership teams and inclusive policies
• Value gender-neutral parental leave, mental health support, and flexible benefits

?? Showcase real employee testimonials on your website and social media.

2. Work-life integration over work-life balance

• Prefer flexible, hybrid, and remote work options
• Want mental health support built into company policies
• Seek collaborative, team-driven work environments over corporate hierarchy

?? Offer customizable work schedules and mental well-being perks.

3. Career growth and continuous learning

• Prioritize skill-building over promotions
• Prefer frequent feedback rather than annual reviews
• Want clear internal mobility options to explore different career paths

?? Provide structured upskilling programs, mentorship, and leadership tracks.

Final thoughts

Gen Z isn’t just another workforce generation—they are reshaping hiring, work culture, and retention (10). Employers who adapt will gain a competitive edge in attracting top talent.

What you can do:

• Meet Gen Z where they are—on social media and interactive platforms
• Offer flexibility, DEI, and career growth to keep them engaged
• Communicate transparently and authentically

Let’s discuss how you can attract and retain Gen Z talent effectively. Get in touch!

References

1. Cantrell, M., & Carr, C. (2024). Recruiting and Retaining Generation Z in the Workforce. EDIS. https://doi.org/10.32473/edis-wc448-2024.
2. Hamdan, Y., Alheet, A., & Amman, A. (2021). Examining employee recruitment success and retention with respect to the recruitment system: a case of generation Z employees. .
3. Thang, Nguyen & Dung, Mai & Rowley, Chris & Pejic Bach, Mirjana. (2022). Generation Z job seekers' expectations and their job pursuit intention: Evidence from transition and emerging economy. International Journal of Engineering Business Management. 1-13.??
4. Acheampong, N. (2020). Reward Preferences of the Youngest Generation: Attracting, Recruiting, and Retaining Generation Z into Public Sector Organizations. Compensation & Benefits Review, 53, 75 - 97. https://doi.org/10.1177/0886368720954803.
5. Zehetner, A., & Zehetner, D. (2019). RECRUITMENT MARKETING: DO WE UNDERSTAND WHAT GENERATION Z EXPECTS FROM ITS FUTURE EMPLOYERS?. Proceedings of the 49th International Academic Conference, Dubrovnik. https://doi.org/10.20472/iac.2019.049.047.
6. Kulkarni, V., & Rai, P. (2023). Generation Z Talent Management In Organisations: An HR Perspective. Journal of Survey in Fisheries Sciences. https://doi.org/10.53555/sfs.v10i1.2275.
7. Wübbelt, A., & Tirrel, H. (2022). Attracting members of Generation Z to companies via social media recruiting in Germany. Human Technology, 18(3), 213–233. https://doi.org/10.14254/1795-6889.2022.18-3.2?
8. Luki? Nikoli?, Jelena & Lazarevi?, Sne?ana. (2023). Digital channels for attraction and hiring generation Z: Research results from Serbia. Bizinfo Blace. 14. 17-23. https://doi.org/10.5937/bizinfo2301017L
9. Halová, D., & Muller, M. (2021). Innovative approaches to recruiting: Using social media to become the employer of choice for Generation Z. Proceedings of the European Conference on Innovation and Entrepreneurship 2021.?
10. Jayatissa, Dimani. (2023). Insights Into the Next Generation: A Methodological Review of Career Expectations in Generation Z. Journal of Business Studies. 10. 21-39. 10.4038/jbs.v10i2.96.?